Admark’s Weblog

Archive for the ‘New Age Marketing’ Category

This marks the start of an idea I had in mind for long. Why not start a marketing nuggets post that acts a small aggregator of news / views on marketing from around the web (and by definition around the world. With a 10 – 15 word blurb on what the article says).  Let’s start –

Views on Marketing in Apple (via Branding Strategy Insider)

Marketing by exclusivity. The author asks – did you exclude a customer today? Interesting thought.

Danone – Reaching the bottom of the pyramid (via WSJ)

Seems like its always the question of price v/s grammage debate while trying to evolve a model to reach out to the bottom of the pyramid.

Facebook and the rise of semantic web (via RWW)

How Facebook (and other host of companies like Best Buy etc) plugged into Semantic Web via a technology called as RDFa / OpenGraph (in my understanding works in the direction of meta information tagging) which might lead to a powerful tool allowing marketers to contextualize their offering ever closer.

Unrelated note : It also marks the debate between recommendation versus search.

Related note: Best practices for marketing on Facebook happening on 28 July (Organized by Altimeter Group and the influential Jeremiah Owyang)

Some great real-time ads from Nestle (via Google Reader)

Vuvuzela Epic Wimbledon Match

Recent Fastrack advertisement (I so love their tongue-in-cheek boldness which clearly excludes the ages to which the brand does not want to be associated with)

 

Fastrack advertisement

 

Let me know – egghead

I was/am in love with Orkut and never jumped onto the Facebook mania. But some time back, when Microsoft valued Facebook at $15 Billion, I became curious as to whats so special about Facebook. Then during my job interviews, people looked for ideas as to how to market their product on Facebook. Then it just struck me, that Facebook is not just a social networking website, its a phenomenon.

I googled for “Facebook Marketing” and landed up with a cool resource which was an eye opener as to the plethora of options available for marketing using Facebook. Facebook offers many ways to get the word out and bring the people in. Listed below are few means to get started:

I. Tools for Guerrilla Marketers

1. Profile Page
2. Groups
3. Pages
4. Events
5. Notes and Photos
6. Messages
7. Marketplace
8. Share / Posted Items
9. Networks
10. Mini Feed and News Feed

II. Tools for Advertisers

11. Social Ads
12. Integrated Opportunities
13. Beacon
14. Polls
15. Facebook Platform Ad Networks
16. Facebook Platform Application Sponsorships
17. Sponsored Facebook Groups

III. Tools for Application Developers

18. Profile Box
19. Mini Feed
20. News Feed
21. Invitations
22. Facebook Notifications
23. Email Notifications
24. Application Directory

To read more, check out this: The Facebook Marketing Bible

Orkut is also going the Facebook way by including things like status updates, adding applications, tagging etc. But has Facebook gained first mover advantage?

mOrON.

Boiling Frog theory states that:

If a frog is placed in boiling water, it will jump out, but if it is placed in cold water that is slowly heated, it will never jump out. Thus, a frog can be boiled alive if water is heated slowly.

It is a speculation that social media will gradually replace traditional media. Yet lot of brands are not using social media.

Are they not noticing the trend? My interpretation using the boiling frog theory, is that brands which shy away from social media, would be burnt alive as the entire marketplace and trends are changing slowly.

mOrON.

The key to success for any brand in the digital environment is to adhere to the four factors responsible for the success of the digital-bred brands:

  1. A brand must represent and demonstrate comprehensiveness in whatever market it’s in.
  2. It has to make some aspect of life easier or more convenient for consumers.
  3. The brand experience has to be fun, engaging, and worth sharing.
  4. And, in an age when all is visible, earning the trust of consumers is of the essence.

BTW do remember: Bringing your brand online isn’t just about building websites!

m0r0N.

Earlier I had mentioned about the 5th P of marketing, the paanwaalah. Sample these statistics about a company which tapped into the rural market in Uttar Pradesh avoiding the harsh words –

You need large investments and the creation of a feasible infrastructure. From here

Earlier –

Number of retailers – 50,000

Number of distributors – 500

Years taken to build this – 20 YEARS

Now –

New retailers added – 20,000

New distributors added – 500

Years taken to achieve this – < 1 year

This is the story of Tata Tea’s “Gaon Chalo” (Hit the villages) campaign. They tapped into the reach of the NGOs to reach the rural market. What happened then?

Consolidated market share change for Tata Tea – 6% points from 18 % to 26%

Consolidate market share change for HUL – > 6% down from 23%

After the paanwaalah it seems to collaborate with the NGOs. Interesting space to watch. Read on at BusinessWorld.

-egghead

I know there are lot of brands which are really using social media (or rather tools of web2.0), but these two examples highlight the difference in the way the medium is used for its inherent value.

Story – 1 (Outside India)

Brand – Pepsi

Context – Logo redesign

So the story goes that Pepsi is trying to redesign its logo and what does it do? It creates a Friendfeed room where the social media A Listers, and the long tailers, can comment. It also boxes filled with Pepsi cans(3 different boxes; tracing their “Can” design evolution) to A Listers in social media. So what happens –

The choice to make it exclusive, the undeniable marketing story of seeing the 100 year brand logo evolution of one of the largest brands in the world on a series of cans (which most marketing bloggers would care about on some level), and the generally positively reviewed new logo means that Pepsi will probably get exactly what they wanted from this campaign … for a handful of marketing bloggers who collectively reach a large percentage of the marketing community to all be talking about Pepsi’s new logo. – Rohit Bhargava

I think this is an excellent field to test the waters about the  revamp in design. The friendfeed discussion and the A Lister recruitment is good idea on two counts –

  1. Word of mouth from the A-Listers (influencers) themselves
  2. Community involvement, feedback from the community and the influencers

Here is what the new logo looks like –

 

 

The New Pepsi Can

The New Pepsi Can

 

Image credit – Rohit Bhargava

Story – 2 (India)

Brand – Virgin Mobile

Context – Virgin Mobile Launch

Virgin Mobile is on twitter, I find out to my utter surprise. I peruse through their updates to sense what kind of interaction is going on. Apart from the regular “new promo”, “Sir Richard Branson doing <thisactivity><withthiscelebrity> sort of tweets, do I see regular interaction with the community ?

My answer would be; “an honest attempt”. The person in background tries to keep the core of the brand, which is thinking differently or think hatke, alive (sometimes sounding silly, corny) like –

  1. What would T9 dictionary be in Virgin Mobile?
  2. What is your opinion about Virginity.. oops Virgin Mobile Think Hatke Ads..?

However the question that I am concerned with, is the reach ? The Pepsi story has the A Listers in them but the Virgin Mobile story does not (in addition to the fact that it’s in India and that too on Twitter). Virgin Mobile seems to have all-encompassing social media presence in Facebook, Flickr, Youtube as well which is really surprising.

Do the numbers really add up? I think no (Since March 2008, for 100 updates, it means JUST 3 tweets per week). I am just happy to see brand:that too in India, trying out web2.0. I don’t know whether they have a dedicated person from the organization sitting behind these avenues or is it some retailer doing this (in that case it becomes all the more intriguing).

Image from ReadWriteWeb

O’yes! People are using wifi networks for marketing, something similar to bluecasting. Case in point – “using wifi networks provided for free in coffee shops.

With free WiFi popping up at cafes the world over, the number of people impolitely “stealing” it without so much as buying a simple coffee has increased as well. To both reprimand and capitalize on this trend, Holland-based CoffeeCompany, with help from THEY, has started promoting menu items through people’s WiFi menus.

From Adrants

RWW reports

If you head to any of their coffee shops don’t be surprised to see networks with names such as ‘OrderAnotherCoffeeAlready’ or ‘TodaysSpecialExpresso1.60Euro’.

There haven’t been any reports of an increase in business, but we think the idea is great! Would it tempt us to buy another cup of joe? Once we could control our laughter at the creative network names we’d be more than happy to.

So that’s how the cookie crumbles or rather the coffee tastes?

-egghead